Kanafrik has been nominated for the Green Start-up Slam (Start-up Pitches on Stage) during the GTF CONNECT LOS ANGELES CONFERENCE on November 15
Mariama, Kanafrik is a pioneering initiative in the sustainable and zero-waste space. What inspired you to start Kanafrik, and how did your journey lead to this point?
I have always believed that if food is good enough to eat, it should be good enough to feed our skin. In the past, I worked in the beauty field, and for a very long time, I crafted my own cosmetics at home, beginning around 2004 or 2005. I even had a blog called Kitchen and Cosmetics. I’ve always been passionate about natural, clean beauty and using ingredients from Africa. Kanafrik’s products are largely inspired by what I have personally used over the years; I design and create all the recipes for Kanafrik, bringing my artistic background into each one. Founding Kanafrik was inspired not only by this passion but also by my curiosity about African ingredients, which led me to create our top sellers, like the Chebé hair cream ,body butters and scrubs made with African superfoods.
I saw a significant gap and lack of representation—a need for a store that could showcase African wellness ingredients and invite the world to discover their benefits in a way that is both beneficial and inclusive. With my commitment to sustainability, I noticed that the continent didn’t have a shop like this, so I created Africa’s first sustainable store, with sections for food, skincare, and natural ingredients, as well as a recycling program for customers to return and refill their Kanafrik glass jars. I even sourced jars from young students who sold them to support their families, helping pay for school fees and basic needs.
I wanted to preserve traditional methods of making raw ingredients that were at risk of disappearing.
During my travels to Africa, I would seek out natural products, only to be directed to local markets where a few women offered these ingredients—often without much local interest and sometimes not in ideal conditions. My activism in sustainability, combined with my love for natural ingredients, the opportunity to address a gap in the global beauty market, and the need to promote sustainable practices on the continent, all inspired me to create Kanafrik.
I wanted to make Made-in-Africa ingredients accessible to the world, introduce these ingredients to a global audience, and invite the new generation, diaspora, and global consumers to embrace Made in Africa with pride. I wanted to show that Africa has so much more to offer than the usual stereotypes of conflict and poverty—that we have a wellness culture that has yet to be fully tapped.
The beauty products you offer are handmade and clean. How do you maintain a balance between craftsmanship, innovation, and environmental impact when developing new products?
At Kanafrik, we emphasize quality and sustainability by ensuring our product remain handcrafted, allowing us to uphold transparency and authenticity in every ingredient we use. This approach aligns with our core values, fostering a closer connection with our customers by involving them directly in the making of our clean beauty products.
For items like shampoos, conditioners, based we integrate scientific advancements to enhance their effectiveness, while maintaining the natural, handcrafted essence that defines Kanafrik. This balance of tradition, innovation, and environmental consciousness lets us uphold the highest standards of quality and sustainability. By blending these elements, Kanafrik stands out as a brand dedicated to wellness for people and the planet, delivering products that are as impactful as they are meaningful.
You have been recognized globally for your work empowering women and girls, including by the UN. How does your mission to support women and girls intersect with Kanafrik’s business goals?
I truly love this question because it brings me back to my beginnings, my “why,” and my passion for empowering women and girls. Human rights and dignity have always been core motivators in my journey, and I began my first company as a nonprofit, There Is No Limit Foundation, to empower women, girls, and their communities. This commitment to empowerment has remained a guiding principle in all my endeavors. I often say that a business focused solely on profit is missing a vital purpose, and Kanafrik embodies this belief by integrating empowerment directly into its model.
With Kanafrik, we prioritize working with women producers and local farmers, sourcing ingredients like cacao butter and other essentials. When Kanafrik was founded, I made a personal investment in a women’s shea butter collective, as supporting women’s economic empowerment has always been central to my values. Moving forward, as Kanafrik is now establishing its base in New York, we’ll continue collaborating with local farmers in the USA and Africa. This dual approach allows us to blend our empowerment and sustainability values into our communities, supporting local suppliers in both regions while reducing our carbon footprint. Through this, we’re advancing our vision of our “farm-to-skin,” and “farm-to-table , steam to roots creating food and skincare that are healthy for people and good for our planet while creating opportunities for women and farmers across the globe as Kanafrik grows.
Can you share more about Kanafrik’s partnerships with local producers and artisans in Africa? How do these collaborations support the Sustainable Development Goals (SDGs) you are passionate about?
Kanafrik’s partnerships are built on empowering women producers and local farmers. By sourcing our raw ingredients from them, we support their economic growth and provide our customers with quality, sustainable products. We also collaborate directly with artisans from Mariama Fashion Production, where I design the prints and accessories that my artisan partners transform into fabrics. These fabrics are used to create zero-waste products, such as Kanafrik’s popular green reusable totes, pouches, and cosmetic bags, along with our signature pillows and textiles, embodying Kanafrik’s commitment to sustainability and empowerment.
Moving forward with our new vision, Kanafrik will expand these partnerships to include producers in the United States as we establish our base in New York. This shift allows us to enhance our global impact, creating a balanced supply chain that honors African heritage while supporting local artisans, farmers, and women producers in the U.S., Africa, and wherever Kanafrik will operate in the future.
Our efforts align closely with several UN Sustainable Development Goals, including SDG 5 (Gender Equality), SDG 8 (Decent Work and Economic Growth), and SDG 12 (Responsible Consumption and Production). By integrating U.S. producers and artisans alongside our African partners, we aim to reduce our carbon footprint, advocate for climate action (SDG 13), and promote a healthy lifestyle for consumers. Kanafrik’s “farm-to-skin” and “farm-to-table” steam to roots approach embodies our commitment to making a holistic impact on both people and the planet, upholding our new vision: “Wellness for you, Wellness for the planet.
You’ve been involved in projects like Designs 4 Unity and your Peace Collection for the UN. How do these global initiatives influence your work with Kanafrik?
Designs 4 Unity and the Peace Collection are both deeply connected to my belief in empowerment, human rights, and global unity. Designs 4 Unity provides opportunities for global artists across fashion, beauty, art, and culture to come together to create. This initiative empowers not only one community but opens doors for a global impact, much like my vision for Kanafrik.
I have had the honor of working with the United Nations multiple times, including when I was invited as the designer for International Peace Day. For this event, I created the Peace Collection to carry a message of unity and peace, values I hold dear. This collection went beyond fashion; it symbolized the power of collaboration. For the first time, I brought together African artisans and Mexican artisans through Mazehual via Designs 4 Unity, showing that cross-cultural unity can drive positive change.
This experience translates directly to Kanafrik. As I work to bring Africa’s wellness culture to the world, I’m building bridges that empower communities and inspire inclusivity. Kanafrik isn’t just about products; it’s about fostering a connection between people and the planet, bringing a piece of Africa to the world that heals, nourishes, and empowers. Just as Designs 4 Unity and the Peace Collection were rooted in a mission of positive change, Kanafrik embodies a commitment to environmental sustainability and cultural respect, aligning with my lifelong passion for global impact.
As a founder, you wear many hats. What has been the most rewarding part of building Kanafrik so far, and what do you hope to achieve in the next five years?
Starting Kanafrik has been one of my proudest achievements, as it combines all my passions—beauty, fashion, empowerment, sustainability, and cultural heritage. Through Kanafrik new vision and direction I’m bringing Africa’s essence to the world by introducing the first African, globally-inspired, sustainable luxury zero-waste lifestyle brand, promoting wellness for people and our planet. Kanafrik will also be the world’s first fully zero-waste brand that combines clean beauty, food, coffee shops, spa, and hospitality with cultural touches, all fully focused on sustainability.
In the next five years, I see Kanafrik expanding beyond the boundaries of a store into a global movement that addresses the urgent need for sustainable, health-focused living. My vision includes establishing a flagship Kanafrik Zero Waste Store, launching Kanafrik Zero Waste Epicerie, Kanafrik Zero Waste Coffee Shops, and Kanafrik Zero Waste Spa wellness services, as well as introducing sustainable food trucks under the Kanafrik Zero Waste brand that carry our values. Additionally, in the next phase, Kanafrik will develop into hospitality with a vision to deliver a fully immersive zero-waste experience, combining African culture, wellness, and sustainable living. Kanafrik will inspire people worldwide to live healthier, more sustainable lives, setting a new industry standard while honoring Africa’s beauty and cultural wealth.
How do you see the future of the sustainable beauty and wellness industry evolving, especially in terms of the integration of African heritage and modern sustainability practices?
I am hopeful for the future of sustainable beauty and wellness, as I know that startups like Kanafrik will contribute significantly to this impact and drive global change. People are increasingly craving access to foods, cosmetics, and environments that are healthy and transparent. Currently, the beauty and food industries are filled with chemicals and harmful ingredients, and there is no place that fully delivers the experience Kanafrik offers—wellness for both people and the planet. We are introducing the world’s first sustainable zero-waste shopping experience. I believe this will set a high bar for others to follow, and the new generation is demanding this transparency in what they eat and use.
Regardless of Kanafrik’s African inspiration, it caters to everyone as an inclusive brand, with a special section in our store dedicated to the world, called Kanafrik Kulture. We’re combining African heritage with modern sustainability practices, creating an experience that invites everyone to connect with our unique vision of wellness for people and the planet.
Your store is Africa’s first sustainable zero-waste store. Can you walk us through what a typical shopping experience is like for someone visiting Kanafrik?
At Kanafrik, shopping has always been an immersive experience that goes beyond a simple transaction. When customers enter, they step into a world crafted specifically for them, filled with unique touches and an environment where every element reflects our vision, sustainability, and cultural authenticity. From the store’s scent to the visual display of natural ingredients and the textures of my signature decor, the store embodies a harmonious blend of African heritage with authentic yet minimalist modern sustainability.
Customers can see and feel the raw ingredients used in our products, including Kanafrik’s popular, large shea butter display in African cooking pots—a signature activity that invites exploration. In our new vision, we’re creating even more experiences, educating customers on what goes into their skincare and the positive impact of their shopping choices on the planet. We’ll have new interactive stations like our “farm-to-skin” bar, where skincare chefs and specialists guide customers through custom beauty creations made from fresh, organic ingredients. In the future, our zero-waste kitchen will offer a “steam-to-roots” experience that highlights African-inspired, plant-based dishes and superfoods, creating a sensory journey aligned with our zero-waste and wellness principles.
The atmosphere is enhanced with music, art, and textiles designed by me and Mariama Fashion Production artisans, showcasing the artistry of African craftsmanship with minimalist and modern contemporary designs. This visual and sensory experience, along with the transparency and quality of our products, helps customers connect deeply with what they purchase and inspires them to embrace a sustainable, planet-first lifestyle.
Kanafrik’s products draw inspiration from African botanical treasures and beauty rituals. How do you ensure the authenticity and sustainability of the ingredients you source from across the continent?
We’ve developed a thoughtful approach to sourcing that honors the authenticity of African botanical treasures while upholding sustainable practices.
Africa is one of the few places where nature remains largely unspoiled. Many of the key ingredients we use come from ancient trees, revered as “trees of life,” such as the baobab, shea, and kinkeliba, while others like moringa grow naturally in the wild. Each ingredient in Kanafrik products is carefully selected, not only for its heritage and effectiveness but also for its alignment with our core values. We partner directly with trusted women-led cooperatives and local farmers in Africa who practice sustainable farming and harvesting techniques. Through these partnerships, we gain full transparency into the sourcing process, allowing us to verify the quality and purity of each ingredient from origin to application. Additionally, we test raw ingredients in the laboratory to ensure that they retain all nutrients and benefits, like our A-grade shea butter, which is chosen specifically to nourish and enrich the body.
Our collaboration with Mariama Fashion Production artisans also enables us to integrate authentic craftsmanship into our brand. In our new vision, we are committed to continuing this emphasis—whether through materials used in our packaging or design elements in our store. This dedication ensures that our products truly reflect our heritage while making a positive impact both locally and globally, supporting the communities where our ingredients are rooted.
The beauty and wellness industry has traditionally been less focused on sustainability. What challenges did you face when entering this market with a sustainable and clean beauty focus?
Entering the beauty and wellness industry with a sustainable focus came with challenges, but these became opportunities that shaped Kanafrik’s distinct value. Competing with fast production and established brands on price was tough, yet our dedication to quality, authenticity, and strong brand values helped us stand out. Customers quickly fell in love with our products and immersive experiences, which offered a transparency and cultural richness rarely seen, filling a unique gap in the market.
Another challenge was sourcing sustainable, high-quality packaging in Africa. We took a hands-on approach, working directly with women-led cooperatives and local farmers to ensure ethical practices and ingredient authenticity, while navigating limited sustainable packaging options and making use of what was available. Additionally, launching our brand during COVID confinement posed significant obstacles, but thriving in that period proved the value and future potential of brands like ours. Educating our consumers about the long-term health and environmental benefits of our products fostered trust and loyalty.
Ultimately, these challenges strengthened Kanafrik’s mission. Now, with our new vision and direction, our “farm-to-skin” and “farm-to-table” philosophies will bring consumers closer to the origins of their products, emphasizing a holistic approach that supports wellness for people and the planet. By transforming obstacles into opportunities, Kanafrik is a compelling choice for investors seeking sustainable, purpose-driven growth.
How do you see the future of the sustainable beauty and wellness industry evolving, especially in terms of the integration of African heritage and modern sustainability practices?
I am optimistic about the future of the sustainable beauty and wellness industry, especially as more brands embrace transparency and prioritize health, authenticity, and environmental impact. Consumers are increasingly seeking products that they trust and understand, demanding clean ingredients and practices that respect both people and the planet.
Kanafrik is uniquely positioned to lead in this space by bringing Africa’s rich heritage into modern sustainability practices. With our emphasis on “Wellness for you, Wellness for the planet,” we’re pioneering an approach that doesn’t just follow trends but creates a standard for future brands to aspire to. We are the first African globally-inspired, zero-waste lifestyle brand combining clean beauty, food, coffee shops, spas, and hospitality—all centered on a sustainable, immersive experience.
In this evolving market, we believe that people will increasingly look for brands that foster a sense of cultural appreciation and authenticity. Kanafrik aims to meet that demand by offering an inclusive, global experience through our “Kanafrik Kulture” section, where customers can discover curated global wellness products alongside our African-inspired offerings. By blending African heritage with modern practices, we’re setting a new bar for the industry, one that aligns with a conscious lifestyle and encourages others to follow suit.
Finally, what advice would you offer to entrepreneurs looking to make a difference in the sustainable and clean beauty sector?
When entering any sector, especially sustainable and clean beauty, it’s crucial to think beyond profits. Place people and the planet at the center of your purpose. Always ask yourself, “What value am I bringing to my community and to the world? What problem am I solving?” This mindset has guided me even when resources were limited, as my businesses were entirely self-funded.
I’m thrilled to be part of the Green Tech Festival’s Green Startup Slam, which offers me the opportunity to share my vision with global communities, build Kanafrik’s vision as it was meant to be, and raise awareness and funds for our mission. With Kanafrik, our mantra—“Wellness for you, Wellness for the planet”—drives every decision. For entrepreneurs, I believe that approaching business with integrity and a commitment to sustainability will resonate with both consumers and investors, creating a foundation for meaningful and lasting impact.
Credit: Kanafrik
Thank you Mariama Camara for the Interview
Statements of the author and the interviewee do not necessarily represent the editors and the publisher opinion again.
